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In both product placement and product integration, the production company receives either a payment from the brand (i.e., the product manufacturer) or consideration in kind.
New companies devoted to product integration have also popped up.
"Are you asking me how I feel about product integration?" Matt Weiner said.
But this didn't include the vast amounts of product integration that were folded into the scripts.
For all the do-gooder icing, the deeper shift was toward more aggressive product integration.
CBS Television Distribution, the dominant syndication company, also had a high number of product integration deals, especially with retailers.
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Cross-product integration has become a source of market advantage and a strategic necessity for online advertising.
This cross-product integration is something that CIOs have been demanding.
"From our perspective, the benefits of cross-product integration far outweigh the risk of overcommitting to a single solution".
That's a quick example of the network-wide editorial-product integration.
Here, then, is the end of the product-integration rainbow: advertising as entertainment as advertising, with commercials in between.
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